901 Silver Tequila Launches First Ad Campaign: Tequila Is Liberty

901 Silver, the rapidly growing ultra premium tequila, announced its first national multi-media advertising campaign today entitled "Tequila Is Liberty," with the first execution called "Improved by Use," followed by "Let Them Eat Cake," and "Risk and Peril." The campaign is driven by the desire for the uncommon user experience, the urge to be exceptional, and the attitude of feeling Tequila Is in fact Liberty. The campaign features a TV platform, digital, print, viral and strong promotional support.

"Improved By Use"

The 901 Silver Tequila "Improved by Use" commercial singles out one man among a crowd of followers. Surrounded by the ordinary, his presence symbolizes superior quality and the desire to strive higher, in essence creating a moment to arrive at extraordinary with 901 Silver Tequila. For this exclusive group of friends, 901 Silver Tequila is liberty fueled by aspiration to be in the game and satisfies their appetite to get the most out of life.

"Let Them Eat Cake"

"Let Them Eat Cake" features a self-assured, beautiful, poised woman who commands viewers' attention. She is powerful, controlled and a spoken visionary who knows how to get what she wants. For her, 901 Silver Tequila liberates her inner desire with a coolness that dominates but is not domineering.

"Risk and Peril"

"Risk and Peril" dares its viewers to act upon ambition. 901 Silver Tequila unshackles a striking and intense woman from the confines of typical gender roles. She takes destiny and control into her own hands feeling at liberty to make others writhe in submission to achieve her dreams.

In this campaign, 901 Silver Tequila is the drink of choice. Ever the revolutionary spirit, 901 Silver Tequila inspires and compels its users to elevate themselves from their everyday norm. It is deliberately mysterious and sensational to heighten audience intrigue, utilizing excerpts from the pages of history's greatest stories. Each ad is an epic monologue creating experiential filmic dispatches that immediately pique interest, heighten the senses and arouse any manner of passions, both intellectual and emotional. The 901 Silver Tequila print ads will seamlessly thread the campaign's themes blending current fashion imagery with cultural and style references, helping to portray these metaphors.

"Tequila Is Liberty" was created by The Martin Agency and directed by 901 Silver Tequila CEO and founder, Justin Timberlake, who is making his directorial debut. The campaign was shot at the Standard Hotel in Los Angeles in addition to other miscellaneous Los Angeles locations.

The spots will run online and on video networks, first breaking in late-July in the U.S., followed by print ads in September and then television in spring of 2011. "Tequila Is Liberty" will be supported at launch with a heavy public relations and digital campaign to drive trade and consumer awareness. Digital elements include Facebook and Twitter campaigns as well as YouTube.